IAB Tech Lab, the global authority on digital advertising standards, has released its new CTV Ad Portfolio along with a major update to its Guide to Programmatic CTV. The move aims to bring consistency and efficiency to the rapidly growing connected TV (CTV) marketplace.
The CTV Ad Portfolio defines six core ad formats—Pause, Menu, Screensaver, In Scene, Squeezebacks, and Overlays—based on over 100 real-world submissions from the industry-wide Ad Format Hero initiative. Meanwhile, the updated programmatic guidance provides details on how these formats can be traded more efficiently, including enhanced OpenRTB support for the two formats prioritized by the working group: Pause and Menu. Public comments on both documents are open until January 31, 2026.
Why Standardization Matters
With streaming and CTV now accounting for the majority of U.S. TV viewing, standardizing ad formats is crucial for revenue growth and operational efficiency. Formats like Pause and Menu offer incremental, high-value opportunities alongside traditional ad pods, but inconsistent implementations have historically caused rendering errors and duplicated creative work. By unifying format definitions and required attributes, IAB Tech Lab aims to reduce friction, streamline campaign execution, and improve the overall viewer experience.
“Publishers, buyers, and platforms needed a common language for emerging CTV formats and a way to streamline transactions,” said Anthony Katsur, CEO of IAB Tech Lab. “This portfolio and guidance update are about meeting that need and accelerating growth in the space.”
Industry Reactions Are Positive
CTV ecosystem leaders are optimistic about the clarity these updates bring:
- Ken Weiner, CTO at GumGum: “Clear standards like this make it so much easier for everyone to scale new CTV formats. It’s a simple change that will make a big difference in day-to-day execution.”
- Gianluca Milano, Ad Experience Product, Disney: “Interoperability is essential to unlocking CTV’s full potential. These standards create a consistent framework for advanced ad formats, empowering advertisers with engaging experiences.”
- Ryan McConville, EVP, NBCUniversal Advertising & Partnerships: “A consistent standard across CTV environments advances our mission to connect brands with highly engaged audiences efficiently and effectively.”
Looking Ahead
The CTV Ad Portfolio and updated programmatic guidance provide the industry with a foundation for clearer communication, smoother transactions, and better cross-platform user experiences. Marketers and publishers now have a roadmap for scaling innovative ad formats without operational headaches.
